New Delhi: Parag Milk Foods, a leading dairy FMCG company, has unveiled a new festive campaign for its Gowardhan Khushiyan Mithai range, featuring a captivating Television Commercial (TVC) and Digital Video Commercial (DVC). The campaign aims to capitalize on the surge in sweet consumption during the festive season while addressing concerns about the quality and purity of sweets available in the market.
With the festive season approaching, demand for sweets is expected to skyrocket, with pre-festive sales already showing a significant increase of 55%. However, as consumers indulge in their favorite treats, they are becoming increasingly wary of adulterated sweets, leading to a heightened demand for pure and authentic products.
Gowardhan Khushiyan Mithai stands out by offering a range of sweets made with 100% pure Gowardhan Ghee, ensuring that every bite is free from adulteration. All ingredients used in the production of these sweets are sourced and packaged in-house, eliminating the risk of contamination. This commitment to purity positions Gowardhan Khushiyan as a trusted choice for families seeking high-quality sweets for their celebrations.
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The core message of the TVC, “Na bhakti me na bhog me na mithai me, milavat kahi bhi nahi honi chahiye” (There should be no adulteration in devotion, offerings, or sweets), emphasizes the importance of purity in all aspects of life. The commercial showcases a traditional pooja thali being prepared with Gowardhan Khushiyan sweets, symbolizing the authenticity and purity of these festive delicacies.
Akshali Shah, Executive Director of Parag Milk Foods, emphasized the growing demand for transparency and purity in food, especially during the festive season. “Our campaign aims to address the concerns surrounding adulterated sweets by highlighting our commitment to quality,” she said. “Gowardhan Khushiyan Mithai, crafted with 100% pure Gowardhan Ghee, offers a premium selection of sweets that are both delicious and safe for consumption.”
Samarth Shrivastava, Founder of BelieveTrinity, the agency behind the campaign, noted the deep emotional connection Indians have with sweets, particularly during festivals. “Our campaign assures consumers that with Gowardhan Khushiyan Mithai, they are bringing home not just sweets, but a promise of purity and tradition,” he stated.
The TVC and DVC are now live and will be aired across regional TV channels and digital platforms in Maharashtra, Gujarat, and Delhi NCR to reach the target audience. Consumers can purchase Gowardhan Khushiyan Mithai through online platforms like Amazon, Flipkart, and quick-commerce services like Blinkit, making it convenient to bring the taste of pure celebration home this festive season.
